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MasterKong Beverage taps Mindshare China anew as agency of record

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Shanghai, China – China’s FMCG conglomerate, MasterKong Beverage, has reappointed media agency Mindshare China as its agency of record. The win, which will see Mindshare China provide media planning and buying services for the beverages business, further cements the agency’s already eight-year strong relationship with MasterKong.

According to MasterKong Beverage, Mindshare China’s advanced proprietary media tools, integrated strategic offering, and dynamic and diverse talent offerings were impressive. Furthermore, MasterKong Beverage has highlighted Mindshare China’s global leading creativity, which has seen its work in partnership with the agency awarded three Gold, two Silver and two Bronze in the first half of 2022 at globally recognised shows.

Angie Liu, director of MasterKong Beverage, said, “MasterKong Beverage’s products and marketing never cease to continue innovating, futureproofing the brand’s popularity with young consumers. We look forward to continuing our cohesive and collaborative partnership with Mindshare China to create further industry-leading work. We wish Mindshare China congratulations on their success.”

Meanwhile, Benjamin Condit, Mindshare China’s CEO, commented, “Our eight-year relationship with MasterKong Beverage’s business has grown from strength to strength, and we are grateful for the opportunity to take this relationship to new heights as we drive good growth through industry innovation together.” 

Jessica Zhang, Mindshare China’s chief client officer, noted, “As one of China’s most prominent FMCG brands, MasterKong Beverage is an industry leader in both its product and marketing offers. From their Iced Tea helping to break through norms to He Kai Shui’s innovative heritage, MasterKong continues to drive impactful marketing. It is a great honour for the team to continue as MasterKong’s chosen growth partner and we look forward to the many chapters ahead.”

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